Building lifelong relationships rooted in

Performance and Trust

At Ayers Financial Services, our mission is to provide the guidance our clients need to make the best decisions for their financial situation and future. We are built on a foundation of trust, respect, competence, education and client service. As a firm, we strive to exceed our clients’ expectations on a consistent basis.

Our Story

We began over 25 years ago with a belief in our clients. We are not led by corporate quotas or branded investments. We only invest in our clients, digging deeper into their goals, dreams and inspirations to develop the best customized approach drawn from individualized planning.

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Patrick Ayers - Financial Advisor, Roanoke, VA

Patrick Ayers, RFC

President and CEO

Patrick is focused on helping clients work toward their retirement dreams through a well-thought-out strategy for retirement income.

A lifelong resident of the Roanoke Valley, Patrick’s career in wealth management started in his family’s tax business. He observed there was no one to bridge the gap between financial and tax planning strategies, which often resulted in needlessly wasting hard-earned money. In 1992, Patrick founded Ayers Financial Services to provide a comprehensive approach to wealth management based on knowledge, respect, communication and trust.

Patrick has passed the Series 63 and 65 securities exams and is registered as an Investment Adviser Representative and a Registered Representative with Madison Avenue Securities, LLC. He holds licenses in life and health insurance and annuities and variable contracts in Virginia and has earned the Registered Financial Consultant (RFC) designation. He has a bachelor’s degree in finance from Virginia Tech.

Every weekend, Patrick can be heard hosting his “Financial Sanity” radio show on WFIR News Talk Radio. He also has been seen in Forbes magazine and Kiplinger.

Patrick lives with his wife, Tara, and their three children in Roanoke County, Virginia. In his free time, he enjoys traveling, music, spending time with his family and participating in his children’s sports
and activities.

 

Aaron Price Associate Advisor

Aaron Price Associate Advisor

Aaron joined our firm as an associate advisor in 2008.  After graduating from Virginia Tech in 2002, Aaron entered a career in sales before realizing his passion for helping others reach their retirement goals. Aaron has passed his Series 7, Series 63 and Series 66 securities exams and is a Registered Representative. He has great insight into the financial industry and uses his knowledge for the greater good when meeting with the firm’s clients. Aaron is a native of Roanoke and currently lives in the Botetourt area with his wife Kristin.

Learn more about Aaron:

What is your favorite thing to do on your day off? I enjoy playing golf early in the morning, followed by touring local breweries or wineries with my wife, Kristin.

What would be your dream vacation? Being a wine enthusiast and overall food lover, I dream of taking a European expedition through Italy, France and Germany.

What is your favorite sport/sports team? I am a diehard fan of my alma mater, Virginia Tech. GO HOKIES!

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Mahi DennyOperations Associate

Mahi Denny Operations Associate

Mahi came to work with Ayers Financial Services in 2010, bringing with her an extensive background in the financial services area. Mahi’s experience has given her an impeccable attention to detail and follow-through as she manages the paperwork and account updates for our clients. She makes knowing our clients her business and treats them as she would a member of her own family. She is our regular “go to” person with the unexpected or difficult questions. Mahi and her husband, Dave, live in the Salem area with nothing short of a zoo of animals and eagerly await visits from their son, Christopher, from Florida.

Learn more about Mahi:

What is your favorite thing to do on your day off? I love to bake and am always looking for new recipes to try out, especially desserts.

What would be your dream vacation? My dream vacation would be to tour all of the Greek Islands.

If you won the lottery, what is the first thing you would buy? The first thing I would buy is a house near my son in Florida. 

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Lauren Johnson
Client Services Coordinator

Lauren Johnson Client Services Coordinator

Lauren came to work with us in 2013 after years of customer service in the pharmacy industry. She brings a glass-half-full energy to the office and manages to greet everyone with her contagious smile. She loves to be busy and tackles every task, no matter how small or challenging, with ambition and tenacity. Lauren is skilled at multi-tasking, and if she doesn’t know the answer to your question, she won’t quit until she finds it. Lauren and her family live in the Botetourt area where she remains active with her church and her family’s ice-cream sandwich food truck.

Learn more about Lauren:

If you won the lottery, what is the first thing you would buy? I would start an orphanage and dog rescue. The dogs would serve as therapy for the kids. 

What is your dream vacation? My dream vacation would be to Australia and New Zealand.

What is your favorite part of your job? The thing I like most about my job is the flexible hours. I came from working full time and never being home and barely seeing my children to the ability to take them and pick them up from school.

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Catherine Herlocker
Marketing Coordinator

Catherine Herlocker Marketing Coordinator

Catherine joined Ayers Financial Services in April of 2019, bringing over 20 years of marketing and event management experience to our team. Having come from an extensive customer service background, she strives to bring a top-notch experience to both our clients and our community. Catherine currently lives in Botetourt County where she enjoys activities like hiking, kayaking and outdoor photography.

What is your favorite thing to do on your day off?
I love antiquing and going to flea markets, auctions, and yard sales- looking for that lost treasure to add to my collection and then refurbishing it to make it my own.
What would be your dream vacation be?
I love to travel and I love to eat! So, any place I can go and experience a new culture with new and exciting foods is where I want to be. Seeing new architecture, majestic mountains, golden beaches, or small quaint towns- I love them all.
If you could describe yourself in one word, what would it be?
Enthusiastic. I love what I do. I enjoy being able to interact with lots of different types of people both inside and outside of my job. Being able to share my experiences and help people is really rewarding which keeps me loving life.

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Tara Ayers Office Manager

Tara Ayers Office Manager

Ayers Financial Services became Patrick and Tara’s baby early in their relationship. After having their first child in 2003, Tara left the corporate world to raise their son and work with the family business. Today, she splits her time between the office and playing chauffeur and event planner for their three children: Paxton, Ansley and Tilden. Tara considers the office just an addition to their home, and the work family is just that, part of her family.

Learn more about Tara:

What is your favorite part of your job? I love hearing from clients. It may sound corny, but Patrick and I started this business with a desire to help people and make a difference in their lives. Every now and then, I’ll receive a letter or an email thanking us for something, sometimes small and sometimes important, but it always reminds me of how blessed we are to be able to serve our clients and community the way we had hoped. 

What is something someone would be surprised to know about you? I am a true morning person. It started in high school when I had a part-time job that began early in the morning. I love to be the first one up in the morning, preferably before the sunrise. I have my pre-day ritual, and I relish the peace and quiet to set the tone and intention for the day. 

What is your dream vacation? If I can travel with my family or friends, and it involves the ocean – I am in heaven! I’ve been blessed to travel to so many amazing places, but I especially love to visit a place I’ve never traveled to before. 

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